CAJ | 학술논문

在经济低迷时期,对中国奢侈品牌的构建进行分析和探讨。在回顾奢侈品的形成、概念和特征的基础上,对中国奢侈品消费的消费动机和特征进行了梳理。从企业角度提出了中国奢侈品构建的要素框架,从消费者角度提出了奢侈品价值体系框架,并结合企业和消费者两个层面解析了中国奢侈品构建过程中的五对关键要素：技术创新与文化传承、品质卓越与资源稀缺、永恒经典与引领时尚、生理满足与心理满足、公众认同与个性彰显。最后,提出了构建中国奢侈品品牌的战略路径,即以技术创新与文化传承为根基,前者是奢侈品功能价值的保障,后者则是奢侈品象征和体验价值的源泉。
재경제저미시기,대중국사치품패적구건진행분석화탐토。재회고사치품적형성、개념화특정적기출상,대중국사치품소비적소비동궤화특정진행료소리。종기업각도제출료중국사치품구건적요소광가,종소비자각도제출료사치품개치체계광가,병결합기업화소비자량개층면해석료중국사치품구건과정중적오대관건요소：기술창신여문화전승、품질탁월여자원희결、영항경전여인령시상、생리만족여심리만족、공음인동여개성창현。최후,제출료구건중국사치품품패적전략로경,즉이기술창신여문화전승위근기,전자시사치품공능개치적보장,후자칙시사치품상정화체험개치적원천。
This papers discusses the construction of luxury brands in China. On the basis of reviewing the formation,concept and features of luxury goods,this paper analyses the motives and characteristics of the consumption of luxury goods of China. It puts an element framework of building China’s luxury goods from the view of corporation,and a value system framework of China’s luxury goods from the view of consumer point. Combining with the two aspects above,it builds five pair key elements of the construction of China’s luxury goods： technological innovation and cultural heritage,excellent quality and resource scarcity,classics and fashion, physical and psychological satisfaction,social identity and personality expression. Finally,this paper put a strategy path of China’ s luxury brand,which based on technological innovation and cultural heritage,and the former is the guarantee of the values of luxury goods,while the latter is the source of symbol value and experience value.